There was a time when the internet was full of irrelevant and fake content. Although, information was available but mostly useless. Now, ten years down the road it’s hard to recognize the internet as compared to what it was. SEO is certainly a necessity now for every business that wants to survive in the online world and is now considered a basic tool for digital marketing. A lot of work has been done on SEO which has widely enhanced its techniques to create unique and relevant content based on quality external links and improvements on the website. There has to be smooth sailing between SEO and marketers, following are some secrets to do so: Knowledge sharing: whenever a new resource is on board with your business, make sure to be in a constant state of learning from both sides. Collaboration is the key to success and you must abide by it. It takes time for SEO specialists to equip themselves about your company, clients, skills, and brand image because only then opportunities can be created for your business. Objective setting: it is very much important to have a strategy in mind before proceeding any further. You must clearly know what is it that you are looking for from this collaboration? Many companies hiring SEO specialists are looking for an increased customer base and to achieve this goal, they require amplified rankings, sometimes overall, other times for a particular keyword. So, make an analysis as to where you stand today and where you want to be in future. Careful planning: having a well thought out approach to marketing and SEO will prove to be helpful for aligning your brand’s vision with opportunities created by SEO team. A company’s basic marketing events should also be catered by the team, by providing links in all activities, emailing all prospective customers, etc. Companies must understand that sharing their side of the story with the SEO team will only help them work together effectively. Exploiting opportunities: taking a unified approach to all marketing platforms will depict a strong brand image and will help you increase organic reach. SEO is all about reaching a wider customer base and exploiting every chance in every possible way. Being able to tackle all corners is only possible through effective outreach programs with killer SEO team’s efforts. Communicating effectively: efficient communication is when a message is understood and decoded as intended. Collaboration among marketing and SEO specialists depend on openness and truthfulness in communication, if any of these aspects are missing, it can break the contract. Exceptional marketers make sure to keep the language simple and easy to understand and monitor that everyone is functioning for a mutual objective. Companies do have in-house and outsourced SEO teams, which is hard to handle but given they respect each other, your company will surely be on top on rankings. These tips might look ordinary, but they sure do have an impact on the overall performance of a company. SEO teams are now becoming a necessity for marketing effectively and efficiently. Hence, SEO and marketing must be in line with each other.
Instagram is now among the most operated social utilities and is widely used as a marketing tool as well. It has been able to attract a huge number of active users, as stated by Instagram itself that it gained around a 100 million new users in September’17 making it up to 800 million active users since April’17. Companies can use Instagram to market themselves rightly and easily as it is fairly easy to reach out the potential customers on Instagram. It makes the whole marketing fuss a lot more effective by engaging the right audience. There are no arguments against developing a marketing strategy on Instagram and if your company still doesn’t have a social presence on the extremely popular social network then it’s high time your company should jump in as well. When it’s said to be the right time, it is backed by three reasons. First being that Instagram can help marketers attain a much greater reach than other platforms by giving your post more than a quarter of target viewers. Research shows that Instagram has almost 24% more organic reach than Facebook and Tumblr. The more views you have in your post, the higher the opportunity for you to increase your overall customer base on Instagram. Secondly, Instagram can be used by companies for marketing their content in a way that boosts interactions. For instance, video content on Instagram by companies is considered more interactive and unique than other public networks. Research shows that companies using Instagram for marketing are able to engage 5% more audience in comparison to Facebook. It is evident that the differentiating factor between Facebook and Instagram is mostly video marketing. Instagram is a powerful customer engagement tool and if used rightly by marketing experts, it can create wonders for the company. Lastly, Instagram enables you to have a strong profile that has higher chances of getting noticed by potential customers. It is almost near becoming a need for any company to be socially present on Instagram. Research shows that companies having a creative Instagram profile can beat a nicely administered Facebook profile. The crux is, every business needs to redefine their marketing approach and be socially active on Instagram. It has grown to be a huge marketing place to capture potential clients from all fragments of the world. It must now be clear that Instagram naturally generates a far better organic reach through marketing content as compared to Tumblr or Facebook. Even though Instagram is well known for branding, it should balance out a company’s marketing approach rather than becoming the lead platform. Now is the time to think and improvise how Instagram can be best utilized by brands despite it being the highest in real-time customer engagement and organic reach?
Snapchat has almost 150 million active users on a daily basis and is now considered a rising platform for companies to market and showcase their products and services. Snapchat offers multiple marketing opportunities but many companies are reluctant to experiment new ways of marketing on these rising platforms. Snapchat has its own advantages and disadvantages, that’s one of the most prominent reasons that users leave and join back Snapchat time to time. Once marketers fully understand the rules of the game, they can jump in and achieve their business objectives. Marketers can engage customers through Snapchat by creating innovative promotions. Most Snapchat users fall into the age bracket of 18 to 34. But even if the target audience is not a part of this age bracket, it must be understood by marketers that Snapchat is on its way to becoming the universal marketing place and it is already being used by a huge number of companies to engage the audience by creating exclusive and creative stories. Whenever a new social networking service is introduced, it costs less for marketers to grab a bigger pie because not a lot of people are aware of it and neither is it yet established. The more recognized the platform, the more costly it is. Best marketers foresee the prospects and utilize it before it becomes too populous. Even though Snapchat is in its growth phase, but it’s already famous and it has more followers than Twitter. Despite so much prominence, marketers are still doubtful how to incorporate Snapchat into the marketing strategy. It is somewhat difficult to differentiate messaging from Snapchat in comparison to other social media networks on fairgrounds. It’s always difficult for a new business to begin with the right marketing strategy. Similarly, even for marketers, it takes a while to decide the marketing mix for their clients. Currently, Snapchat is serving various purposes-sales, direct marketing, customer engagement, etc. The right kind of marketing is, however, achieved through the marketing funnel which incorporates the following three stages: Awareness is the first stage. At this stage, viewers get to know about your product offerings. Once they know what you can do for them and it matches their interest, then they move on to the second stage where prospects sign up or subscribe for your updates. Finally, the prospects make an evaluation of their needs aligning with your offerings, resulting in a purchase from you. Research shows that Snapchat is best for direct marketing. It also means that Snapchat is best at the second level of the marketing funnel, where main focus to engage more and more people. It is even proven by research that Snapchat is able to engage four times more people in comparison to other social media networks, say Facebook. Snapchat enables you to share a different perspective on your company because it helps you give a true view of what is actually happening, which does not seem to be possible with other social networks. Effective marketing for business development on Snapchat is achievable through: Offering promo codes to your followers. Companies have succeeded in sending promo codes to their followers and viewers of their Snapchat story, also evident through Snapchat’s high engagement rate. Giving access to live happenings. Snapchat enables you to give a more realistic image of what actually your company is doing at that moment. It can be used to keep the prospect’s interest intact. Many companies have launched their products directly on Snapchat and have received an incredible response from their audiences. Allowing them to see when you are preparing and improvising will help create a profound connection. Providing individual content to the followers. Snapchat can be used to by marketers to build a heavy customer base by delivering value to the followers in a way which is currently not in hands of other social utilities. For instance, MK used Snapchat to showcase its new product line before launching it. MK followers on Snapchat were surprised and it gained their interest. Using influencers to increase your chances of getting noticed by a large audience. It is one of the most highly used marketing strategies in today’s world. When you have an influencer with you on Snapchat, it means you have a large number of people to view your happenings because then your content is viewed by both your audience and the audience of that influencer. You can even ask the influencers to post on your behalf.
Facebook Video Ads According to Facebook, contribution from video creative in overall ads performance has increased drastically over past year or so and this trend is most likely to go up in future as well. Due to increased video content on Facebook, users now spend greater amount of time on Facebook than before but on the flip side it also poses more challenges for advertisers. The best practice of using video ads is to adopt the story telling approach i.e. designing them in a way that it establishes a connection with its viewers instead of solely promoting a brand or product. This calls for more focus on communicating the unique story of your brand in a way that it’s not only creative and engaging but also promotes your brand and make a firm mark in consumers mind. The more shareable your videos are the more their reach will be. Videos are very helpful when the campaign objective of the advertiser is brand awareness but an action from the viewer is also desired such as sharing the video, website visit or product purchase. In order to induce your viewers to take the desired action, a call-to-action must be set with a proper plan i.e. the text should be aligned with that CTA button. A lot of the video viewers don’t convert after watching your video for the first time so it becomes extremely important to remarket the people who viewed the video with the help of a follow-up campaign. Facebook does offer “video view” campaign objective and audiences can be created based on viewers of different videos that you have used in your campaigns. So, if a video does not bring a conversion in the first view it does not imply that there is something wrong with the CTA or the ad copy. Given the video ads are properly used, they surely can make a significant difference in the overall performance of your campaigns.
Facebook Ads – Creative Once the audience has been determined i.e. addressing the issue of “who” to show the ads, the next most important aspect to attend is with “what” to target them which includes the creative strategy part of advertising. Let’s discuss the two most strategically important aspects of Facebook ads: Since Facebook enables the advertisers to target audience of their choice so it becomes important for the advertiser to understand the needs and interests of his target audience so that the ads can be fully customized for them. Generic ads that are not narrowly hitting the characteristics of your audience are proven to have relatively lesser impact and to deal with this it is strongly recommended that proper in-depth research should be done on your target audience to understand their behavior which can be done through studying their interests on social media and the blogs they read. By doing this, their interests and liking can be better known and reflecting them in ad copies and creative will have much better impact on the overall ad performance. In addition to that, testing is an extremely important contributor of successful Facebook campaigns and no advertiser should ever underestimate its importance when it comes to creative testing. It is strongly recommended that the ad copies and creative combinations should be regularly tested against your target audiences to find out about their effectiveness when it comes to creative testing. The best practice to make the most out of your creative assets is to split the targeting process into three steps or phases. In phase 1, the brand should be introduced and awareness is ought to be created. The 2nd phase is more focused on the product itself and its features rather than the brand while the 3rd and the final phase is where the conversion is sought with the help of a particular call-to-action. Multiple ad formats should be used in different phases to attract attention of potential customers and to educate them about the brand or the product. A good and detailed research accompanied by properly structured A/B testing can do wonders for any advertiser.
Facebook Ads – Audience Types Remarketing Audience Audience, indeed, is the most important aspect to understand when it comes to Facebook paid marketing. On a broader level, the audience types are split in to two broader categories i.e. Remarketing and Lookalike audience. Remarketing is targeting people who have already had some kind of engagement with the brand, either they have visited your website, interacted with any of your ads and/or signed up to your mailing list. Since these are warm leads i.e. people have already shown some sort of interest in your business, product or brand so their conversion is more likely with lesser resources as compared to cold leads. The Facebook Pixel One way to build customer list through Facebook is using Facebook pixel. It has to be installed on the website to track the visitor behavior in terms of the pages they have visited. Now these people are added to your Facebook remarketing lists so they can be retargeted. Website custom audiences can be segmented on these factors: -How much time they have spent on the website -The number of visits on the website -Specific action taken on the website -From what page did they bounce off from the website Ads can be customized based on the people to whom those ads are to be shown from specific audience lists which makes Facebook ads work smarter and can be optimized in a better way. Lookalike Audience Once the website custom audience has been developed through the Facebook pixel and has been segregated based upon the desired category; now using them as seed audience, these can be expanded to target more potential customers which are people similar to your custom audience. These audiences are automatically updated by Facebook to keep them refreshed and most relevant.